google analytics website optimizer slideshare

• 1. Google Analytics and Website Optimizer Let your visitors lead you By Simon Whatley http://www.google.com/analytics http:// www.google.com/websiteoptimizer

2. Plan Measure Improve

• Tactics without strategy are the noise before defeat

• Sun Tzu, The Art of War.

3. Google Analytics http://www.google.com/analytics 4. Custom Dashboards 5. Topics to Cover

• Profiles

• Filters

• Goals

• Funnels

6. Profiles and Filters

• The real strength of GA

• Segment data

• Deep analysis

• Filter data depending on needs

• Give access to data depending on needs

• Starts collecting data once filter is applied

• Best practice:

• Profile with all data

• Profile with segmented data

7. Profiles

• Website URL

• Profile Name

• Time Zone

• Default Page

• Exclude Parameters

• E-commerce Website

• Search

8. Website Profiles

• No Filters : Profile with zero filters. Use this for troubleshooting.

• Only Direct : Include filter for the field "Campaign Source" only equaling the pattern "direct" visitors

• Only Internal : Use an include filter which will include only traffic from internal IP ranges on IP address.

• Only New Visitors : Include filter on the field "Visitor Type" equal to "new"

• Only Organic : Include filter where the filter field is on "Campaign Medium" and the pattern is "organic"

• Only Paid Search : Include filter on "Campaign Medium" equaling the pattern "ppc|cpc"

• Only Referral : Include filter on "Campaign Medium" equaling "referral"

• Only Returning Visitors : Include filter on "Visitor Type" equaling "returning"

• Organic And Paid : Include filter combining the above two filters for "Only Organic" and "Only Paid Search" to include all search engine traffic

• Overall : All traffic except filter out internal IP ranges using the " Exclude all traffic from an IP address filter ."

9. Filters

• Applied to a Profile

• Data Destructive change data forever!

• Segmentation

• Business rules

• 2 types

• • Predefined

• • Custom

• Filters data before submitting to GA database

10. Filters

• Multiple Filters allowed

• • But, data output for filter 1 is data input for filter 2

• Be careful! Filters are data destructive!

• Avoid wrong conclusions!

• • Create multiple Profiles to prevent filter 1 impacting filter 2

• Allows for customer segmentation

• • Visitor to member to customer

11. Pre-Defined Filters

• Google Analytics provides you with three predefined filter types:

• Exclude all traffic from a domain

• Exclude all traffic from an IP address

• Include only traffic to a subdirectory

12. Custom Filters

• In addition, Google Analytics provides you with a number of custom options:

• Exclude Pattern

• Include Pattern

• Search & Replace

• Lookup Table

• Advanced

• Uppercase / Lowercase

13. Goals

• Conversions?

• • Purchases

• • Registration

• • Send to a friend

• • Review or comment

• • Add to wish list

• Maximum of 4 per profile

14. Funnels

• Extension of Goals

• Predefined steps

• • E.g. Purchase path from basket to confirmation

• Track conversion process

• • See entry and exit points throughout process

• Required steps?

15. Funnel Visualisation

• Find out which pages result in lost conversions and where your would-be customers go.

16. E-commerce Tracking

• vargaJsHost = (("https:" == document.location.protocol) ? "https://ssl." : "http://www.");

• document.write(unescape("%3Cscript src='" + gaJsHost + "google-analytics.com/ga.js' type='text/javascript'%3E%3C/script%3E"));

• varpageTracker = _gat._getTracker("UA-######-#");

• pageTracker._trackPageview();

• pageTracker._addTrans(

• "1234",// Order ID

• "Blah",// Affiliation

• "100.00",// Total

• "15.00",// Tax

• "5",// Shipping

• "Southwark",// City

• "London",// State

• "UK"// Country

• );

• pageTracker._addItem(

• "1234",// Order ID

• "DD44",// SKU

• "Logo"// Product Name

• "Design",// Category

• "100.00",// Price

• "1"// Quantity

• );

• pageTracker._trackTrans();

• Trace transactions to campaigns and keywords, get loyalty and latency metrics, and identify your revenue sources.

17. Internal Site Search

• Find out how your visitors search your site, what they look for, and where they end up.

18. Google Website Optimizer http:// www.google.com/websiteoptimizer 19. What to Test

• Calls to action

• Point of action assurances

• Typography and colour

• Product headlines, copy, images, descriptions

• Category pages

• About us, contact us, delivery, terms and conditions

• Forms

• Shopping carts

• Offer incentives; etc

20. Page Priority Graph 21. Caveat

• Website Optimizer tests can be used to testwhatpeople do, butnot whythey do it. You need to infer from the variations and the analytics and a good piece of market understanding (know thy customer).

22. Designing the Test

• Before running the test, you must decide on these factors:

• A control

• A hypothesis

• A time frame

• A method of evaluating the results

• During the tests, you cannot change your test, whatsoever!

23. Example Add to Cart Buttons

• Variables

• Shape, Size, Colour

• Variations

• Shape: Round, Square

• Size: Small, Medium and Large

• Colour: Red, Blue and Yellow

• Hypotheses

• Red buttons convert better than blue or yellow

• Large buttons convert better than small or medium

• Round buttons convert better than square

24. Website Optimizer Tests

• Googles A/B test

• Googles Multivariate test

• Split-path test

• Multipath Multivariate test

• Do Anything test

• Linger test

• Click test

25. Design an A/B Test

• Identify the metric.Whatare you going to compare and contrast?

• Describe the metric.Howwill you compare and contrast the differences?

• Optimise the system based on comparison of two or more tested solutions.

26. The Test Calculator

• The number of combinations will affect how long you need to run a test to return meaningful results.

• Factors:

• Test combinations

• Page views

• % Visitors

• Conversion rate

• Expected Improvement

27. Example 1 (Not Recommended)

• 1,000 test combinations

• 10,000 page views per day

• 100% visitors in experiment

• 2.4% current conversion rate

• 20% expected improvement (from 2.4% to 2.9%)

• Duration of test: 3,515.9 days!

28. Example 2 (Recommended)

• 20 test combinations

• 10,000 page views per day

• 100% visitors in experiment

• 2.4% current conversion rate

• 20% expected improvement (from 2.4% to 2.9%. Focusing on key elements in the combinations should increase expectations above this figure)

• Duration of test: 37.8 days

29. The Test Setup

• For a simple A/B Test, the following scripts are placed on the relevant pages.

• Original Page

• • Control Script

• • Tracking Script

• Variation Pages

• • Tracking Script

• Conversion Page

• • C